Logic Design is above all a team. Every month a member of the #LogicTeam is presented from behind the scenes…

His career has evolved in international FMCG groups working on positioning, growth strategies and innovation pipelines of major European brands. It’s my pleasure to introduce you to Ulrich Haist – aka Uli – our new Head of Innovation & Strategy!

Uli calls me from Zurich to prepare for this article and in perfect French tells me about his professional journey. After graduating from a Franco-German business school (he spoke no French when he started his studying!) he continued his training in Canada with an MBA in marketing. Studying in North America had a major influence on how he approaches business and how he works with people from different backgrounds.

Uli has a passion for marketing & business and over a twenty year period Uli took turns doing projects in Germany and Switzerland with large groups such Procter & Gamble, Wrigley or Mondelēz International. He also joined the management team of Scottish & Newcastle Breweries to develop the Kronenbourg Group’s brand portfolio for Switzerland.

In 2008 he discovered the world of innovation by joining the newly opened Cadbury Innovation Centre in Rolle, Switzerland. Eager for new challenges, he opened his own innovation consultancy in 2014 to advise brands on innovation and pipeline strategies. At the same time, Uli started writing a book which articulated his marketing methodology. “Every day I would sit down for an hour and write down all the tools and approaches which I saw achieve strong results in the markets during my career. It was a real pleasure! “. Last September, Uli took on a new challenge and embarked on the creation of a weekly business podcast. Every Tuesday, he meets an expert from the world of business for an interview of around 30 minutes. “These exchanges are fascinating, it’s a real source of inspiration! “.

Uli has already worked on numerous occasions with Logic Design teams, notably on Open Pilot projects where he took care of consumer research in Switzerland. “I got to know Logic Design as an excellent Branding agency and they have always done a great job”.

After 20 years of experience in international marketing roles, he finally decided to join the agency…as they say, alone we go faster, but together we go further! “It’s great to be part of an agency like Logic Design as it enables me to manage larger projects, working with a multi-functional team and in an agile structure.“

As of this February, he has started working on the development of Logic Design Switzerland and leading the local teams in brand innovation projects. With his multicultural background, his intimate knowledge of the Swiss & German markets, his consumer goods experience, innovation and business background we’re sure he’ll bring his many talents to the table!

Listen the podcasts produced by Ulrich!

Discover other members of the Logic Team here!

Key words : branding agency, design, brand leadership, LC1

Clémence Lejeune, Communication manager